How to replace leads with opportunities for the sales team through Account Based Marketing.

Today’s topic is how to replace leads with opportunities for the sales team through Account Based Marketing. My goal is to bring clarity to whether ABM is hype or real for your company. If you live or die by the big deal, Account Based Marketing should be on the top of your priority list. To follow-along, download our 10th annual workbook, How to Make Your Number in 2017 and turn to pages 214 – 217 of the PDF.

 

Our guest today is Leo Tucker, the Chief Marketing Officer at PGi. Leo leads a B2B marketing and sales enablement team. PGi is the world’s largest dedicated provider of collaboration software and services to business, hosting over a million people each day utilizing their products. 

 

Watch my interview with Leo as he describes the journey his company has gone through to leverage ABM. Leo and I discuss the ABM topic that is receiving a tremendous amount of buzz.  This is an ideal video resource to help B2B marketing leaders separate the hype from the reality.

 

ABM is perfect in an environment where you make or miss your number based on a few big deals.  To attain over achievement there are a half of dozen deals a year that are very large. Having marketing focused on those deals, with sales, increases the probability of closing those.  ABM is all about having marketing focused on helping us generate those big deals.  

 

Evaluate your ABM Strategy at a deeper level by downloading our 10th annual workbook, How to Make Your Number in 2017.  Turn to page 214 of the PDF and review the Account Based Marketing section of the Marketing Strategy.

 

how to make your number

ABOUT THE AUTHOR

Greg Alexander

Leads the firm's focus on the CEO’s role in accelerating revenue growth by getting the product team, the marketing department, and the sales organization into strategic alignment.

Greg is the host of The SBI Podcast, the most listened to sales and marketing podcast on the internet.

 

He is the host of SBI TV, a monthly television program broadcast on the internet featuring top B2B sales and marketing leader sharing their strategies to grow revenues.

 

Greg is the Editor-in-Chief of The SBI Magazine, the leading B2B publication focused on sales and marketing effectiveness.

 

He is the author of two critically acclaimed books Topgrading for Sales and Making the Number.

 

Greg has authored over 100 articles on SBI’s award winning blog, The SBI Blog.

 

He graduated from The University of Massachusetts Amherst with a BA in English and received his MBA from Georgia Tech.

 

Video:

 

Transforming the Sales Organization inside Fortune 500 Companies

Greg Alexander and John Gleason, Chief Sales Officer of Ryder, talk about the unique challenges of transforming a sales team inside of very large enterprises.

 

A Better Way to Structure Your Sales Force

Greg Alexander and Tony Capucille, Chief Sales Officer at Heartland Payment Systems, discuss the pros and cons of the 7 B2B sales organizational models.

 

Build a team of A Players Inside the Sales Organization

Greg Alexander and Todd Cione, Chief Revenue Officer at Rackspace, talk about hiring, onboarding, and developing exceptional sales talent.

 

Articles

 

Fill Every Role on Your Team with an A Player

In this article, Greg Alexander makes the case for applying the TopGrading methodology to the sales team, and outlines how to do so.

 

What CEOs Need to Know About Their Marketing Strategies

In this article, Greg Alexander and Rashid Skaf, CEO of AMX, discuss the role the CEO plays in crafting a company’s marketing strategy.

 

What CEOs are Looking for in a Sales Leader

In this article, Greg Alexander and George Norton, leader of Heidrick & Struggles Chief Sales Officer practice, discuss what CEOs need in the chief sales officer role.

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